Great post by Jon Wilks on Hero, Hub and Hygiene content*, arguing that hub plays a crucial role in nurturing a business's relationship with its target audience.

Creating regular content, and distributing it online, ensures that customers return regularly and transform from strangers into brand promoters.

What kind of content?

To be successful, the content needs to be expert-led and offer valuable insights. This way, it will really demonstrate to your audience that your business is the right fit for them.

Integrating a hub strategy should be priority for any forward-thinking B2B today.

Want an easy way to get your experts to create regular hub content? Request a demo from Passle.

*see the infographic below if you're unsure what this refers to! Or better yet, read Tom Elgar's great article on the subject here.

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Of course, I’m not suggesting that hero content should become a thing of the past. Far from it. It has a huge role to play as a beacon – something to attract new customers and re-engage existing customers. But without the ‘hub’ content to support it and keep the conversation going, it exists only in isolated fits and starts.
Brands that want to engage with their communities through content have to accept that it’s that mix of regularity and quality that keeps readers coming back. Rather than overlook it in favour of the flashy stuff, ‘hub’ content should be placed at the centre of a continuous, well-thought-through, organic content strategy. Doing so can result in your customers spending quality time with your brand. Sticking to ‘hero’ content may mean that their time is short.